Client Need: 1) To increase awareness for the Talon Wine Brands portfolio among retailers and restaurateurs, 2) to communicate the winery’s unique features and benefits, and 3) to leverage sales and distribution efforts by the Company’s direct sales team and its distributor.
Background/Opportunity: Colorado wines have low awareness among wine retailers and restaurateurs. They are not top-of-mind, and not purchased or promoted nearly as much as established California, Oregon, Washington, and imported brands. There are several reasons for this, but primarily, Colorado wines are not perceived to have the same value as other brand choices. Talon Wine Brands is an exception. The portfolio is composed of three winery brands: Talon Wines (traditional table wines), St. Kathryn Cellars (fruit, botanical, and herbal wines), and Meadery of the Rockies (mead/honey wines). Overall, the portfolio has over 40 different wines and appeals to the full spectrum of novice, infrequent, and frequent wine users. Its position is very unique among Colorado wineries. These are truly wines for every taste and occasion.
Our Approach: Working with the Company’s distributor, Beverage Distributors Company (BDC/Summit) and Golden Bell Press, we placed an ad buy for four two-page spread insertions in the Colorado Beverage Analyst, the go-to publication for wine buyers. The spreads combines a full-page, four color ad and an adjacent full-page advertorial. The advertorial is an excellent vehicle to craft and control the brand’s selling message of being Colorado’s most complete wine portfolio. Additional insertions will speak specifically to the individual brands.
Solution: The BrandWerks Group has a seasoned team of of writers and designers. Additionally, we have significant wine and alcohol beverage expertise. Strategically, we decided to use the first insertion to introduce the portfolio itself. Copy points discuss the consumer appeal of the different wines and how they can increase overall wine sales. The ad itself is a beauty shot that showcases the brands’ packaging with the headline, “Colorado Wines for Every Taste” (the portfolio’s positioning statement). Additionally, we decided to “co-brand” the ad, signing off with the Company’s distributor name/logo. In the wine business, building a partnership with distributors is a critical component of success. To view the actual ad, please click here and flip to pages 12-13.